Soeur Design Reach 10 Years

SOEUR DESIGN In 10 years, sisters Maria and Ann Tyrie have seen their fashion company Soeur Design grow from a small two-woman operation to a nationwide business. In 1990, linen shirts were the mainstay. Today, there are four seasonal fashion ranges, a huge stock list, nearly 40 sales agents, and a retail store in Christchurch. Maria Tyrie believes networking has played a large part in the company's success.

"Before each season we travel overseas to check out styles, colours, fabrics," Maria says. "We have an in-house pattern-cutter/ designer, but the ideas are mostly ours. We get feedback from customers in the shop, from our agents via twice-yearly surveys, and we listen to our own younger generation." (Ann's daughter Jodi and Maria's daughter Kylie are both involved in Soeur Design.)


"We have learnt that if 10 people ask for a certain colour, for instance, we had better add it to the range -- and fast. This year has seen an interruption to the work schedule. Daughters Jodi and Kylie have both had babies, and Maria and Ann devote a working day each week to their grandchildren.

"Jodi and Kylie take over at the business and we do the baby Soeur thing," says Maria. Soeur Design has four separate seasons: summer, winter, midwinter and pre- Christmas. Garments are manufactured in China and New Zealand. Knitwear is made in Auckland and the company also uses cut- make-trim factories in Christchurch, Ashburton, and Temuka.